Today's Campaign has a great profile of one of my clients, Nick Stringer at News UK, and the brand campaign for the Times, the Unquiet Film Series, that we've been leading the data planning on. (The strategy and creative is by Grey.)
The whole piece is worth a read for a glimpse into a brand that's firing on all cylinders. But I'm particularly proud of this, which comes from our work at Fabric, measuring the power of a brand campaign for a business that depends on subscriptions.
The films are designed to act as brand campaigns. Although they are just as likely to resonate with advertisers and readers, the primary objective is to help News UK attract subscribers by providing a flavour of The Times and The Sunday Times outside of the paywalls erected in 2010.
Response to the work is said to have been far better than anyone could have hoped for. It is claimed that people who arrive on the News UK subscription page after having seen the Unquiet Film Series are twice as likely to become members. Those who have watched two or more films are found to be about ten times more likely to complete the subscription process.
Take a look at the films - they're beautiful, powerful and effective - here.
# Alex Steer (15/01/2015)